PIF TICK celebrates its 5th anniversary
The PIF TICK quality mark for health information is celebrating its 5th anniversary. The independent certification scheme launched in May 2020 with the goal of signposting trusted health information.
Five years on, the scheme has gone from strength-to-strength. There are now more than 150 certified Trusted Information Creators. A public website has made it easier to signpost evidence-based and up-to-date health information for all.
The World Health Organization features the PIF TICK in its toolkit on tackling misinformation. The NHS, Academy of Medical Royal Colleges (AoMRC) and YouTube Health have all used the PIF TICK criteria as the basis for their own self-assessed standards.
Tackling misinformation
PIF director Sophie Randall said: “In retrospect, 2020 was the ideal time to launch the PIF TICK. There has been an explosion in misinformation since the pandemic and new challenges have emerged – including the rise in AI search summaries and the removal of fact checks on social media.
“The PIF TICK, and our community of Trusted Information Creators, is helping to ensure everyone can access credible health information. I would like to say a special congratulations to the seven organisations celebrating five years of certification this month. Well done Anthony Nolan, Royal College of Anaesthetists, Mind, Breast Cancer Now, Macmillan Cancer Support, Cancer Research UK and the Multiple System Atrophy Trust.”
The impact of the PIF TICK
In a 2025 survey, 8 in 10 creators said the PIF TICK had transformed or improved their health information. Half said their information production process had been streamlined and strengthened. 9 in 10 would recommend the scheme.
Research by Ipsos revealed 1 in 10 young people are aware of the PIF TICK. 2 in 3 adults in the UK say independent verification of health information would increase trust.
Quality manager Dan Wills said: “PIF TICK certification allows creators to show their information is produced to the highest possible standards, increasing public trust. It also improves and streamlines production processes, allowing information producers to focus on what matters most – producing health information which is evidence-based, up-to-date and easy to use and understand.”
Meeting new challenges
Our recent research with Ipsos revealed half of adults in the UK are struggling to access trusted health information. 1 in 10 have been affected by misinformation. The rise of AI presents new misinformation risks and trusted information providers are losing online traffic to search summaries.
The PIF TICK is evolving to meet these challenges. The most recent update to the PIF TICK criteria included AI and translation. The scheme has also expanded to include individual content creators alongside organisations.
A project with NHS England will help to increase signposting to the PIF TICK website from public libraries. This includes developing our first PIF TICK health collection and updates to the PIF TICK site which will take place later this year.
PIF is also working with the Department of Health and Social Care on a pilot to support rare disease charities to gain the PIF TICK. As the number of Trusted Information Creators grows, we are building an invaluable pool of health information resources.
The right to trusted health information
The PIF TICK is more important now than ever. Together we can help activate everyone’s right to trusted health information.